Within the knowledge that you must have for an eCommerce, knowing what the target is one of them. Perhaps we could tell you that it is one of the most important.
And it is that, if you do not have the target in mind, for a very good product, service... that you sell, you will not get anything. And that in the end will affect that you will not achieve the objective: to sell. But, what is the target? Keep reading that we explain everything below.
What is the target
We must start from the basis that we are going to define the concept of target related to marketing, since it is what interests us in an eCommerce. And in this case we talk about a group of users, consumers, potential clients that have a series of characteristics, desires and needs that you can satisfy with your products and services.
And yes, before you ask yourself, when we say target audience, ideal audience, target customer, market niche, potential customers... we are actually referring to the target.
To make everything clearer. You have an eCommerce that specializes in children's toys. Although what you sell are children's products, your target is not children, because they are not the ones who decide what they are going to buy (nor do they have the money to do so), but rather you should focus all your efforts on their parents, relatives, etc. who are the ones who will be interested in your products.
This group of people will have a series of characteristics in common, as well as needs and desires that they want to be satisfied in your products. Continuing with the example, it may be that those people are of medium-high status, that they care a lot about the education of the children and that they are looking for toys that promote the mind of the little ones. In those cases, you would have specific toys that would meet the expectations they have.
You should know that the objective of having a target is to be able to segment and focus all efforts, strategies, campaigns, etc. in that group of people to whom we want to address. In other words, instead of going general (everyone), we focus on a few people.
Now, don't think that focusing only on one group is a target. These can be adaptive. For example, creating a company focused on older people, and over time, you see an opportunity in younger people who care about their future when they get older. Do you understand where we are going?
How to define a target
We have to tell you that getting all the characteristics, desires, needs, pain points, objections... out of a target is not easy. It involves a process that can sometimes be slow. But if you succeed, you will have a long way to go.
Therefore, once you know what the target is, defining it for your specific business goes through several points:
Demography
You need to know approximately how old your target will be; what gender (whether male, female or both). However, normally the balance always tends towards one or the other).
You can also think about the family situation of that person. As well as in profession, educational level, social class, values, hobbies... The more you know the target person, the easier it will be for you to put yourself in their shoes.
Location
We are interested in knowing where you live. In this case for several reasons:
Know if you can sell him or not. Since perhaps your online eCommerce does not serve everyone, and even in the same country, maybe there are areas where the delivery service does not reach.
Create suitable campaigns. Imagine that your eCommerce sells all over the world. However, a campaign with a phrase made in Spain will not work in China, for example. Not in the United States. So you have to segment strategies also by country.
Needs
The next thing you need to know about the target are the needs. That is, what problems do you have and what do you need.
Here you should also include wishes (what you want), objections (what prevents you from taking the step), and pain points (the problems themselves).
Once you have everything, it will be like an "X-ray" of your ideal client (your target).
Where do you get all that data from?
It is more than likely that, after seeing the previous section, right now you are overwhelmed and wondering where you are going to get all the information you need to know. More when we talk about an online business.
However, there are many tools that can help you. Here we put some of them:
surveys
If you already have customers, you can send them a completely voluntary questionnaire to help you get information. In them you can ask about their preferences, needs, buying habits...
From this information you will be able to get the type of clients you have and what they are looking for (and sometimes it can happen that you have a defined target and your clients are others, so you have to rectify).
google analytics 4
You are right, the tool that checks your page becomes a great source of information, especially demographic data.
For example, imagine that you have thought that your target is families between 30 and 50 years old.
But those who visit and buy are young people between 20 and 30. Doesn't that mean that you are making a mistake with the message you give and that you could get more?
Interviews
This online is much more complicated, but you can include them in surveys or even as a strategy to give voice to the most loyal customers (an interview for many anonymous people is something that attracts a lot of attention).
Law
Study the competition and know what your target is it can help you identify features and see which approach you should take.
Of course, you will have to give your differentiation later, but as a base you will be able to segment the specific group to which you are going.
After all the information that we have left you, this concept will no longer be strange to you. In fact, it is possible that it will help you much more to understand your target customers, those for whom you can really solve the problem they have thanks to your product or service. Do you have more questions? Leave them in comments and we will help you.